It is undoubtedly difficult to match keywords in your ads with what web browsers are searching for. But the fact remains that browsers are looking for the products and services you have to offer, and surfacing in their search results is a matter of matching your keywords with what they are searching for in search engines.
Close variants bridge this gap by taking into consideration slight variations in the way people search. In fact, according to Google, tests have shown that advertisers have seen up to 3% more exact match clicks with comparable results in click-through and conversion rates.
So how do close variants bridge this gap?
One such method is rewording and ignoring function words, such as prepositions, conjunctions, and articles. These words do not necessarily affect the overall point behind the query, and if they don’t, removing them can actually attract a wider range of browsers who are making this intended search.
Furthermore, reordering words is yet another effective technique of close variants. If the change in order does not impact the intent behind the user’s query, matching those variations to your keywords can actually broaden your web reach.
So while this may seem like just another modifier, the proven success of close variants is a testament to its importance. And in understanding their significance, we hope that you will use them in your own ad-campaigns. So don’t hesitate! You are only a couple variations away from a much larger pool of prospects who want—and need—the products and services that you have to offer.